SALES TRAINING

For internal use only and not to be shown to customers

INDEX

SALES TECHNIQUES• Introduction – Corporate• Introduction – Sales• The Professional Sales People• 5 Basic Steps to Success• How to make telephone calls• Answers to common objections• Handling Objections

E+C INTRODUCTION

• 2000 Employees worldwide in over 100 countries

• Part of Messer World

• Global Identity

EUTECTIC OF JAPAN, LTD• Asia Pacific Head Quarter , Located in Kawasaki, Japan

• Established in 1959

• 160 Employees

• Nation wide networks of 12 Sales Offices & 4 Job Shops

• Covers full range of welding & Thermal Process

INTRODUCTION

INTRODUCTION

We appreciate the effort of our sales people who are on the frontline in the marketing of MEC special advanced products for maintenance repair.

This comprehensive SALES TRAINING has been prepared especially for you – the sales person. It is a part of our continuing effort to extend our full support to you.

Many books have been written on “ How to Sell “ and this manual is specially pin-pointed to the field of welding.

While the contents of this manual are designed to help you to sell the products, there are nevertheless countless hints, tips and pointers which we believed will be of benefits to you in your overall sales efforts.

Together with the training system which your Trainer will guide you, we sincerely feel that it will increase your total sales and contribute to your personal selling success.

Good Selling !!

The Professional Sales People

What you are about to learn is every techniques and ideas which have been developed by our sales people in the field and used successfully.

We have developed this training manual specially for you so that you can learn the skills and knowledge developed over a number of years by our successful sales people who have proven their rights to be classed as TOP PROFESSIONAL SALES PEOPLE.

The program will only work if applied by a person who really wants to be a true professional sales person.

Remember , “Ordinary sales person sells ordinary products and earn ordinary income”

Here are some of the qualities which our successful sales people considered very important to their success.

• Appearance Dressing – You don’t have to follow the current fashion trend neither do you have to

dress as though you are going to a picnic. For men. Put on a light color shirts and preferably with a tie. Look neat and always be well groomed. Hairs should be kept at a reasonable length and neat.

As for ladies , dresses are more preferred than slacks. Costgume jewellery should be kept to minimum.

• Manners Always be friendly and courteous , show your prospect that you are there to help him –

be a good listener and be sincere. SMILE – This takes no energy or effort on your part. It cost nothing, yet a smile can be

contagious. HANDSHAKE – Warm, firm and friendly . You should look into your prospect’s eyes when you shake his hand. A firm handshake present sincerity and a weak handshake

means you are not interested.

• ATTITUDE BE NATURAL – Be yourself , don’t try to copy the manners and speech of someone else.

People like you as you are and not phonies. They will listen to people they like.

ENTHUSIASM - Be openly enthusiastic , you can convey enthusiasm for your Company and products by your tone of your voice, facial expression, attitude and gesture. This will influence your prospect to believe in you.

Let everyone knows by your attitude that you like your job and you believe in the products you sell.

CONFIDENCE – An unsure, diffident , unprepared will lose interviews and the eventual

sales. Prepare and plan your approach. Then execute your plan with confident and gain respect.

• KNOW THE PRODUCTS YOU ARE SELLING

You can only do the best job selling the products which you have complete faith in them. This faith is acquired only by completely understanding all the products features, advantages, applications and the benefits the customer will gain by using them.

Remember, your prospects are only interested in what your products can do for them. When new sales people who just joined the company, they may take a little longer to learn every products, however they should ask their trainers more about our products as they go along.

REMEMBER , you can only learn fast by asking questions. Successful sales people are made !!! And not born.

• YOUR SERVICE TO CUSTOMERS

Repeat orders are assured by good services. We do not only sell products alone, we sell products together with solutions with services. Once you are selling on service basis , you will have the customers for life because all customers like to be served and they will appreciate the help you can offer that nobody from your competitors can.

KNOW YOUR CUSTOMERS

We can only sell our products to customers that like us. Therefore in order for them to like us, we must be aware that most customers wants the followings things :-

• He likes compliments – so give him freely• He wants respect – show him openly• He wants ways to make his job easier – give him good service• He like to talk about things that interest him – find out and talk about it• Find out about his hobbies – talk about his hobbies• Find out about his family – take note• Find out his birthday and anniversary – send him cards• Find out what motivates him to buy – do that every time you service him• He only buys from sales people he likes – make him like you

ABOUT YOURSELF

The last attribute is a desire to earn as much as you can and a

Willingness to work hard to earn it.

REMEMBER – There is not short-cut to success.

This plus a strong faith in your ability , will provide the incentive you

Need to be classified as A PROFESSIONAL SALES PERSON.

5 Basic Steps To $ucce$$• Planning

• Introduction

• Presentation

• Demonstration

• Closing

“In order to succeed we must first believe that we can “

- Thomas Tan

5 Basics Steps to Successful Selling

Step 1 PLANNING

Every successful sales-person learns how to plan and work on their plan. It is essential to success as driving or talking. Think of PLANNING in terms of building a house. Before a house is erected , an architect or engineer spends a good deal of time in advance planning the size and shape of the house. No one would hire a contractor to start building the house. Instead , an architect is hired to PLAN out the structure. He developed the blueprints so that the contractor can proceed to build by following the blueprints.

To be successful with MEC , each sales-person must develop a blueprint for their SALES TERRITORY. They can then proceed to build by PLANS.

EYEBALLING

Before the sales-person begin his actual sales call, he must PLAN where he will be working on. His trainer or manager normally will allocate an AREA for him to do his sales calls. He will be given an area which willbe known his TERRITORY.Sometimes the trainer/manager will allocate some specific accounts forhim to build.From the TERRITORY given to you by your trainer/manager , you willgo to the specific part of your area to write down all available companies name you think you can approach them during your sales calls. Writedown about 100 potential customers in your prospect lists so that you can call on them first.

This process is what we call EYEBALLING for potential customers in your area.

After you have done that, the next thing is to find out the telephone numbers of this companies you have eyeballed.

You can do this by means of the telephone directories.

QUALIYINGAfter you have noted down all the telephone numbers of the potentialCustomers in your prospect lists. The next step is to find out the Correct person by means of the TELEPHONE CALL PLAN.Use the TELEPHONE CALL PLAN effectively every time want toMake an appointment for new accounts. Once you have qualify theActual person you want to meet, make sure you record the Appointment time and name of the person you are going to meet on The prospect lists you have earlier prepared.It is vitally IMPORTANT TO QUALITY THE CORRECT PERSONWHO HAS THE AUTHORITY TO BUY or at least can strongly Recommend your products to his superior or Purchasing officer.ALWAYS REMEMBER “ DO NOT SELL WHILE QUALIFYINGTHROUGH THE TELEPHONE”

STEP 2 INTRODUCTION

After you have make an appointment to meet your prospect at a specific

time or you are in your territory without an appointment, you would like

to make a cold call ( a walk-in sales call without an appointment).

You have to make a pre-plan before you meet your prospect.

Make sure you have all the followings check :-

• Name Cards

• Advertising souvenirs

• Sales kit in order

• A sure fire product to show him

• Presentation and order pad ready

Once, you have done that, you can now proceed to meet your prospect. As for cold-calls, you can ask who is in-charge by asking the first person you meet as you enter the factory.

Upon meeting your prospect, always remember, he will

always have 3 things on his mind when he sees you.

1. Who are you ?

2. Where are you from ?

3. What are you here for ?

This is where INTRODUCTION comes in .

Good morning.afternoon, Mr. Prospect. ( shake his hand firmly and look at his eyes as you shake his hands)My name is …………….from MEC ( or your company name )This is my name card ( Hand name card to him with both hands )

By the way, Mr. Prospect, I have a small souvenir for you from our company. This is a key chain with our Company’s name on it and I’m sure you can put all your valuables keys in it and clip on your pants. I would like you to have it. ( Use both hands to present him the souvenir)

Mr. Prospect, today I have a NEW CONCEPT in maintenance welding products and I would like to show them to you. Can we proceed to some place convenient, like your workshop so that I can show you more about it ? (pick-up your sales-kit and pretend to walk to the nearest door, this will lead your prospect to follow you )

Always remember, make sure that your Prospect is comfortable before you proceed to the nest step – PRESENTATION.

Step 3 Presentation

When your Prospect is ready for your discussion, proceed by placing your Presentation Book in front of him and say :“Mr. Prospect, Eutectic is an International Company which formulates high quality products specially designed for the Maintenance repair and Production for well over 100 years in the USA, European, African , Middle East and Asia Pacific markets.

EUTECTIC offers a wide range of quality products which include ARC WELDING, BRAZING & SOLDERING, TIG & MIG WELDING & THERMAL SPRAY PROCESS .

Well, Mr. Prospect, today I have a FANTASTIC product which I like to showyou. This is what we called “ Eutectic Xuper 680CGS AC-DC “ (Turn to your product page

of 680CGS and read to your prospect .After you have done that , tell your prospect :-

Mr. Prospect, I have a few 680CGS electrodes with me in my bag, lets go Lets go to your workshop so that I can show you a simple demonstration of how easy it is to use Eutectic 680CGS. (Close your Presentation Book and pick up your bag and proceed to walk to the door)Always remember, that while walking to the workshop with your Prospect, keep talking to him as you walk together, never let your Prospect walk by himself alone. Make him feel that you are a friendly Person, ask him question like :-“Mr.Prospect, how many maintenance men do you have ? “ “Do they work on shift “ ?Or ask him what kind of Metals do he or his welders face most of the timeOr do they do any Cast-Iron repair welding here ?This are some of the topics you can discuss as you walk along with him to the workshop.

Step 4 Demonstration

Demonstration is a very important part of a sales call , you can tell your ProspectAll the wonderful things about the product you have introduced to him, yet it isno good. Your prospect must see it to believe what you have just said and if he say good, then it is good enough for him to buy.

When you and your Prospect have arrived at the welding bay, ask him if he couldSpare you a welder so that he can try them under your instructions.“Mr.Prospect, maybe you would like one of your welder to join us as your welder will be the one using them later on. If your welder cannot tell you his opinion about EUTECTIC 680CGS, who else then ?? Ha ! Ha! ( Chuckle )

When the welder is asked to join you, introduce yourself to him by shaking hishand and ask him his name. Present him with a souvenir.“Hello, my name is ……….. From MEC ( your company name ) and by the way you are ? (welder tell you his name )

“Oh Mr. Welder , here is a key chain with our Company name & Logo on it andI like you to have it.”Mr. Welder, I have just introduced a fantastic product called EUTECTIC 680CGSSUPER STRENGTH, HIGH CRACK RESISTANCE ELECTRODE to Mr.Prospect and I would like you to assist me with this simple demonstration onhow easy it is to use them. I may need a MILD STEEL angle bar about 5” long, aused Flat Bastard file, Hammer and hack-saw.. Thank you. ( go with him to selectthe angle bar and bastard file , talk to him as you do that )

Once you have got all the required things, you can begin to show them the Demo.Take out the 680CGS from your bag, if possible always use the 3.20mm or 4.00mm Dia. For your standard demo. When you are about to begin demo, alwaysface your Prospect, do not leave him behind as he is the person to put his signature on your order pad.

“Well gentlemen, What I have here is EUTECTIC 680CGS Super Strength electrode for all alloy steels , with high crack resistance. This is a 4.0mm dia. electrode and Mr. Welder can you please adjust your machine to 4.00mm dia. (welder adjust the welding machine) . Thank you Mr. Welder.

Now gentlemen. We are going to weld a piece of file ( High Carbon Steel ) to amild steel angle bar. Mr. Welder can you please tack weld for me this two end.(Welder tack the weld both end) Thank you Mr. Welder.

Now in adverse maintenance condition, sometimes you do not have time to clean The metals you are going to weld, so I will put some oil and even dirt to simulate an actual maintenance conditions. Now Mr.Welder, can you please weld for me 45 deg by 45 deg all the way through ( Welder do the welding )

ALWAYS REMEMBER, WHEN THE WELDER IS WELDING, GIVE HIM COMPLIMENTS ON HIS WELDING. TELL YOUR PROSPECT THAT HE

HAVE A GOOD WELDER. ASK THE WELDER ISN’T IT EASY TO WELD.

When you compliment the welder and also by giving him a souvenir, the weldertends to be on your side, he will normally agree with you whatever you say during the demonstration. Ask him how he felt about our 680CGS , he will say good and with more tactful compliments and souvenirs, he will ask your prospectto buy Eutectic 680CGS. He is your friend now and he knows that when you come the next time, you may bring something for him.

After he does the welding, use a plier to bring the welded parts to the work vice.Clamp the angle bar on the vice correctly and tell the Prospect and welder together“Well , gentlemen, what you have seen just now is a piece of file which is aHigh Carbon Steel welded to a piece of mild steel angle bar. Now, through yourexperience, if a piece of high carbon steel is welded, definitely it will crack, right?Now, gentlemen, take a look at this welded piece of file. See, not even a hair-lineCrack! Now, lets see how much strength it needs to break this weld.Gentlemen, normally when we want a fair test on the weld, which side do we knock?

Here right ? ( point against the welded side ). If we knock against this side ( point

Against the side that is not welded) What is going to happen ? ( Use your hands

to signal that it will fly off , then the answer from them is fly off ).

Very Good ! Then we will try to knocking this side and see how much strength do

we need to break this weld ?

Use the hammer and start knocking on the file a few times, using reasonable hard

knock. Stop after a few blows and tell your prospect and welder. “Well ,

gentlemen, if you would weld a piece of metal through oil, the weld will

definitely be very hard , right ? Now lets see whether this weld is hard or not .

Can I have a hack-saw ? ( Saw the weld and say : Its just as soft as butter , maybe

You would like to try it, Mr. Prospect ? Okay, gentlemen, this is to say that

680CGS is machinable, it can be use to repair your worn-out shaft and many more.

STEP 5 CLOSING

After all successful demonstrations, always say this :

“Isn’t it a fantastic product, Mr. Prospect ? I’m sure you

Can use some here , right ? Let me show you how it comes.”

(Always have your order pad ready during closing )

Turn to your price list page and use a pen as a pointer to show

your prospect the price.

TEST CLOSE

“Mr. Prospect, Eutectic 680CGS AC/DC Super Strength Electrode for

all alloy steel, high crack resistance. We produce them in 4 sizes, 2.40mm

3.20mm, 4.00mm & 4.80mm diameter. Most of the workshop uses the

3.20mm & 4.00m dia. I’m sure it is the same here, right !! (prospect

normally say yes)

For the 3.20mm dia. Comes at $….. /kg and the 4.00mm comes at $…/kg

HOW ABOUT SENDING YOU A STANDARD PACKING OF

BOTH SIZES SO THAT YOU CAN TRY THEM , OKAY?

(If no objection from your prospect, start writing the items on your order

pad)

Once your prospect have sign the order, thanks him for making the decision to use Eutectic Products.

In your process of closing, you may face many objections. We have compiled a

numbers of common objections that our Top Sales People have used successfully.

Refer to the answers to this common excuses and objections to buy and use it to

overcome the objections from your prospect. Be PERSISTANCE and always

TACTFUL in handling this objections. This could be the most difficult hurdle in

These 5 steps but always remember , OBJECTIONS ARE GOOD AND IT IS

A MEANS OF LEARNING. Until you can overcome common excuses and

objections, your closing power is strong and you can assure yourself of a place in

the category of SUCCESSFUL TOP SALESMEN.

ALWAYS REMEMBER, THERE IS ALWAYS A SOLUTION TO EVERY

OBJECTION, IT IS ONLY IF YOU CAN FIND IT.

Thank you !!

Happy Selling !!

TELEPHONE PLAN

HERE’S HOW TO MAKE YOUR PHONE CALLS FOR NEW ACCOUNTS

When the switchboard Operator Greets You , Say :

• “Hello, my name is ( Your name ) and I am calling from MEC ( Company

Name )

• “How are you today ? Good !! “

• “I wonder if you can help me ? Could you tell me if your company does

their own maintenance ? “

• “Who is in charge of your Plant Maintenance ?”

• “You say Mr. John is your maintenance Supervisor ?”

• “That’s fine. I wonder if I could talk to him. Thank you very much .”

TELEPHONE PLAN

Conversation with the buyer

• “Hello Mr……….. I’m (your name) calling from MEC (Company name ) .”• “How are you today ? Fine ! “• “Mr………. , through extensive research, we have developed a range of high quality products exclusively designed for maintenance to reduce down-

time and also cut down maintenance cost.• Mr……., today I am working around your area and I would like to come down to show them to you. Will this morning/afternoon be fine with you ? ( Yes ) – Say …….. O’clock , Okay ?• Thank you and see you at ………. O’clock

DO NOT SELL WHILE TALKING ON THE PHONE

HANDLING OBJECTIONS

CAUSES OF OBJECTIONS• Lack of trust in the company and salesman• Natural resistance to change in buying habits• Does not have the required financial capacity to

buy• Needs more information of fails to recognize his

needs of the products• The buyer assigns a higher priority to buy other

products

HANDLING OBJECTIONS

COMMON OBJECTIONS

• Price

• Product Characteristics

• Company or salesman

• Bad service experience

• Procrastination to delay or avoid making the decision

HANDLING OBJECTIONS

ATTITUDE ABOUT OBJECTIONS• Objections are opportunity to sell• We can actually capitalize almost any

objection to turn it into a sale• Never confused an excuse with a real

objection• Don’t kill the sales by treating a buying

signal like an objection

HANDLING OBJECTIONS

FIVE STEPS TO CLOSE ON AN OBJECTION

• Show understanding but don’t agree• Clarify the objection• Convert the objection into question• Answer the objection in a form of question• Trial Close

HANDLING OBJECTIONS

TECHNIQUES TO HANDLE OBJECTIONS

• Show understanding and probe further• Make the objection serve as a selling point• Delay the answer• Pass up and ignore the objection

COMMON CAUSES FOR OBJECTIONS

Customer objections are a normal part of the sales process. The salesman shouldexpect them and be prepared to handle them. Objections will vary depending uponthe particular buyer. Frequent underlying causes are :-1. The buyer lacks trust in the company or the salesman2. The buyer has a natural resistance to change in his purchasing habits3. The buyer does not have required financial capacity to make purchase4. The buyer does not need the product or service5. The buyer needs more information or fails to recognize his needs6. The buyer assigns a higher priority to the purchase of other products

Knowing the causes for objections will help the salesman to do a better job in answering them. He should, therefore carefully analyze the reasons behindobjections before proceeding to answer them.